Even better than the real thing - Gen Y's need for brand authenticity (by Joeri Van den Bergh)
by How Cool Brands Stay Hot
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In a world full of staged experiences and marketing storytelling, the new consumer values brands that are authentic. Brand realness has little to do with origin, history or heritage today, it's all ...
In a world full of staged experiences and marketing storytelling, the new consumer values brands that are authentic. Brand realness has little to do with origin, history or heritage today, it's all about staying true to yourself, being honest, open and transparent. And respect consumers by listening to them in an equally levelled conversation.
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